Est. 2020
Handcrafted
What we put on our skin should be as honest as what we put in our bodies.
That's the whole policy. A simple belief we started with and haven't needed to change. Every NOURA product is made by hand, in small batches, from plants we know by name — and blended only from ingredients we'd use ourselves.
Years crafting
Rituals delivered
Average rating
Natural ingredients
The origin story
It started in a small kitchen.
In 2019, our founder began making herbal salves and oils for family — first as a hobby, then as a quiet rebellion against the synthetic-heavy skincare on the shelves. Nothing felt honest. Nothing felt gentle. So she started making her own, with a mortar, a pestle, and a stubborn belief that simpler is better.
Word travelled. Friends asked for jars. Friends of friends asked too. What started as a small countertop experiment became a small workshop, then a studio, then a proper small-batch apothecary.
We opened NOURA in early 2020 with eleven products on a single table and a two-person team. We're still small by design — hand-pouring every batch, testing on people (never animals), and keeping the ingredient list short enough to read out loud.
How we got here.
Early 2020
We open.
Eleven products, two people, a tiny studio, and a simple rule: no parabens, no sulfates, no synthetic fragrance. First order comes in on day four — a calendula salve, bought by a friend. We hand-deliver it same day.
Mid 2021
Refill programme launches.
Customers kept asking what to do with their empty jars and bottles. We built a refill flow that gives 15% off the next order — because good packaging shouldn't end up in a bin. First refill collected: our rosemary hair oil, brought back in its original bottle.
Early 2023
We hit 10,000 orders.
The number isn't the point. The point is that our return rate sits under 1% — a fraction of the industry average. Fewer returns means fewer disappointed customers, and that's what we track. Kindness, kept simple.
Late 2024
We drop two suppliers.
After tracking ingredient purity and ethical sourcing over eighteen months, we cut ties with two suppliers. Their raw materials were fine. Their paperwork and farming practices weren't. We published our reasoning in a journal note. It gets more traffic than anything else we've written.
Today
Still two people, 42 formulas.
We don't have expansion plans beyond our studio. We have a waiting list of herbs we're still evaluating. Every product still gets hand-poured and tested before it goes on the shelf. The original rule is still there — no parabens, no sulfates, no synthetic fragrance, ever.
What we believe
Three things we don't negotiate on.
Clean, honest ingredients.
Every formula is made from plants we can name, sourced from growers we know. If we can't trace it, it doesn't go in the jar. We've turned down cheaper ingredients more than once to keep this true.
Real care.
A human answers within a few hours during the day, every day. No chatbots for ingredient questions, no runaround. If something doesn't suit your skin, we sort it — with a replacement or a refund, no fuss.
No noise.
We don't list products we wouldn't use ourselves. We don't write fake-sounding ingredient claims. We don't push upsells at checkout. The apothecary exists to help your skin and hair, not the margins.
Small team.
Big care.
Noor Fatima
Founder & formulator
Sara Ahmed
Studio & sourcing
Hina Riaz
Customer care
Maryam Khalid
Packaging & refills
Visit us
We have a small studio, too.
Studio
NOURA Apothecary
By appointment only
Hours
| Mon – Sat | 10 am – 6 pm |
| Sunday | Closed |
Contact
hello@noura.pk
+92 300 000 0000
Ready?